Taking The Spotlight: How Cities Can Build Reputation Through Sports Events… Whether Hosting or Not

In a highly competitive global landscape, a city's reputation is a critical strategic asset, driving investment, tourism and talent attraction. Sports events offer unique opportunities to shape this perception. Our new report, "Taking The Spotlight," reveals how the dynamics of sports event hosting have fundamentally changed, and provides strategies for cities looking to use sports events for reputational benefit.

The Evolving Landscape of Sports Event Hosting: Five Key Challenges

Our comprehensive study identifies five key reputational challenges for cities in this evolving environment: fragmented media, intense economic scrutiny, growing social expectations, a congested global calendar, and the critical need for strategic alignment. Simply hosting an event no longer guarantees reputational gain. Cities must be proactive and impact-driven to truly capitalize.

Strategies for Hosting and Non-Hosting Cities

"Taking The Spotlight" provides actionable strategies for all cities, recognizing that every city, even those not hosting the sports event in question, has a role to play and benefit to gain.

• Hosting cities must craft strong narratives, ensure economic responsibility, embed social value, differentiate themselves in a crowded calendar, and find the optimal event fit.
• Non-hosting cities can strategically leverage sports events by amplifying presence, using cost-effective activations, aligning local initiatives and establishing their own creative positioning.

The overarching message is clear: it is no longer enough for cities to deliver sheer spectacle. Rather, they must find focus on strategic alignment, tangible impact and smart, innovative communications.

Download the Full Report

To dive deeper into these insights and practical approaches for maximizing reputational gain through sports events, download the full "Taking The Spotlight" report here.

This comprehensive report is the result of extensive research by Burson's Sports and Entertainment team, including a survey sent to over 500 leading sports cities worldwide. We are especially grateful for the invaluable partnership and academic insights provided by S.I. Newhouse School of Public Communications.

For more information, please contact Cameron Angus at [email protected].